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This was exactly the level of accuracy seen, demonstrating that the volunteers could not distinguish between wines by taste alone.

Psychologist Professor Richard Wiseman, from the University of Hertfordshire, who led the research, said: "These are remarkable results.

"People were unable to tell expensive from inexpensive wines, and so in these times of financial hardship the message is clear – the inexpensive wines we tested tasted the same as their expensive counterparts."